The Wicked Coffee Company has won a deal to supply The Belfry, the west Midlands golf resort, with an exclusive "Belfry Blend", which will be served in the hotel's bar and restaurants.
Fergus Walsh of Wicked said he went for a medium roast blend, comprising Brazilian, Colombian and Indian coffees, with light but full-bodied aroma and sharp, lively taste. He will supply the Belfry with both catering packs and retail packs.
Speaking to Coffee House magazine, Walsh said that the robust nature of his choice of coffees came from a demanding brief.
"Golfers don't necessarily know what a great coffee tastes like, but they certainly know what a bad one tastes like.
"At The Belfry, they have an all-day service which can run into phenomenal volumes - 600 at breakfast, a thousand at conferences. So we needed something which could work right through the day, and could survive being over-brewed by some staff… there are certain branded coffees which, if you get them slightly wrong by a minute margin, are completely ruined. We had to create something which could survive the treatment of different staff, and still be satisfactory."
The Wicked Coffee organisation has recently been awarded the largest single contract by the National Union of Students - it now supplies almost a hundred universities with a blend devised specifically for students.
David Toulson-Burke, general manager of The Belfry, commented: "We like to give our guests a highly tailored experience when they visit us at The Belfry and we hope our own brand of coffee will help towards making their experience that little bit more special."
By Ian Boughton